Brendan Malloy and Emmett Malloy of HSI directed this spot commemorating the 50th anniversary of Gatorade. Conceived by a creative team at TBWAChiatDay, Los Angeles, the ad opens with a shot of the 1965 Florida Gators football team, the birthplace of Gatorade, and continues through a montage of 50 iconic sports moments related to the brand, a countdown often related to the uniform numbers of famous athletes such as #16 for Hall of Fame quarterback Joe Montana.
“50” will have a digital extension allowing users to dive into the backstories of several moments featured in the TV commercial at: Youtube.com/Gatorade
Credits
Client Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, Gustavo Sarkis, Mark Peters, creative directors; Doug Menezes, associate creative director; Sarah Patterson, executive producer; Garrison Askew, integrated producer; Karen Thomas, executive project manager; Peter Ravailhe, managing director; Sarah Lamberson, Simon Nicholls, brand directors; Robyn Morris, brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director. Production HSI Brendan Malloy, Emmett Malloy, directors; Roger Zorovich, exec producer; John Hardin, producer; Tim Hudson, DP. Stock Footage Research Stalkr Editorial Whitehouse Post Charlie Harvey, editor; Joni Williamson, exec producer; Jonlyn Williams, producer; Devon Bradbury, assistant editor. Post/VFX Carbon Marlo Baird Kinsey, exec producer; Chris Noellert, creative director; Chris Moore, Peter Mayor, Michael Vaglienty, Flame; Ryan Wehner, graphic design; Nick Vassil, associate producer. Music Beacon Music Sound Design Barking Owl Audio Post Lime Studios Rohan Young, mixer
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
